Neil Perry and UPG form hospo superpower, unveil plans for world domination

By Katherine Scott| 2 years ago

Chef Neil Perry. Image: Getty

The newly-formed $350 million restaurant group have big plans.

Since hospitality powerhouse Urban Purveyor Group (UPG) was snapped up by a private equity firm earlier this year for a reported $175 million, the restaurant empire, which includes the premium Fratelli Fresh and Saké franchises, have been on the hunt for the perfect launching pad for their global ambitions.

With the recent acquisition of Neil Perry's Rockpool Group adding even more notches to UPG's heaving hospo belt, the industry powerhouse has announced the next phase for the business to 9Kitchen, which includes plans for an aggressive expansion into the overseas market.

The merger of the two restaurant groups cements the newly formed "Rockpool Dining Group" as the most dominant player in the Australian hospitality market right now, according to a statement by UPG, with a sprawling portfolio of 47 venues, 15 brands, and more than 3000 employees—not to mention a brewing company and a production kitchen.

Without pausing to catch their breath, the group has already announced plans to launch a whopping 80 new venues over the next 12 months—and 200 in the next two years.

There will be some new brands, UPG CEO Thomas Pash revealed to 9Kitchen, such as a smaller format Spice Temple, but the main focus in coming months will be on growing and executing their best-in-class philosophy and ambition across the current brands–15 in total.

"We want to grow all our brands in the Australian market, first and foremost," Pash told 9Kitchen. "Neil and I are very much like-minded individuals and our goal is to make them all best-in-class and to grow our fast-casual venues–such as Burger Project, Sake Jr, Fratelli Famous and The Bavarian—to 20-30 of each over the next 12-18 months. This includes seven or eight new fast casual diners by February 2017."

Perry said it has always been a goal of his to open restaurants overseas and consultants have been exploring options in Los Angeles and London. "To see it come to fruition, would be fantastic," Perry said.

"We'd likely lead with Rockpool, Spice Temple and Sake Restaurant & Bar, but I believe Burger Project, Sake Jr and Fratelli Famous could stand up to anything there," Perry said, adding "it's all 'wait and see' and this stage."

Pash described Perry as "a genius at coming up with new concepts. We're both always talking about new concepts, so watch this space".

Neil Perry's former American business partner, David Doyle, has reportedly sold his share of the Rockpool Group, leaving Perry and Pash to lead the successful brands into the next chapter of dining.

As head of culinary, Perry will work alongside Pash and his former Rockpool Group co-founder Trish Richards to foster innovation across the entire group.

"Combining our strengths to create an outstanding global dining portfolio is a very exciting next chapter for Trish and I, and we look forward to working with Tom and his team to help the group continue to expand and innovate," Perry said in media release.

The group's global takeover is already in motion, with plans to bring the Rockpool Bar & Grill to Los Angeles and London.

There are also plans to expand the group's bourgeoning fast food chain Burger Project into the Southeast Asian market, with Perry stating that while it's far too early to talk countries and timing, he believes the brand will be a hit, in part because of the Asian market's attraction to premium produce. Perry's close relationship with Cape Grim producers in Tasmania—in which he controls his choice of beef from the farm gate, all the way through to pattie production—will be a strong selling point for that market.

The group has declined to kiss and tell on the Rockpool Group acquisition price tag, but announced collective annual revenues of the new group will exceed $350 million.